First Alliance Home Mortgage,
CRANFORD, NJ
First Alliance Home Mortgage, processed 1,525 mortgage applications in 2024 per HMDA data reported to the Consumer Financial Protection Bureau (CFPB), originating 965 loans with a 4.3% denial rate. Home Purchase was the primary loan purpose. Based in CRANFORD, NJ. The approval rate of 63.3% reflects originated loans as a share of all applications.
Why approval and denial rates diverge. Approval (origination) rate and denial rate do not sum to 100% - HMDA records several outcomes beyond approved-and-funded, including files that were approved but not accepted by the applicant, withdrawn, or closed for incompleteness. First Alliance Home Mortgage,'s 63.3% origination rate tells you how often an application turned into funded money; the 4.3% denial rate is a separate read on underwriting strictness. The most frequently cited denial reasons in this file were Other, Debt-to-income ratio, Collateral, which together explain the majority of rejections. Most activity concentrated in Conventional loans (805 applications).
How to read this page. These figures are aggregate HMDA disclosures, they describe this lender's overall 2024 book, not your individual odds. Approval and denial rates are shaped by the applicant mix a lender actually receives: credit profile, loan-to-value, debt-to-income, property type, and geography. A lower denial rate at one lender versus another does not necessarily mean easier underwriting, it often reflects borrower self-selection and loan-product specialization. This page is informational data reporting, not financial, legal, or mortgage advice. Compare multiple lenders, read your Loan Estimate carefully, and consult a licensed mortgage professional before applying. Data reflects 2024 disclosures published by the CFPB in 2025.
Lending Activity
| Type | Applications | Originated | Denied | Avg Loan |
|---|---|---|---|---|
| Conventional | 805 | 581 | 32 | $352,627 |
| FHA | 643 | 345 | 33 | $311,656 |
| VA | 77 | 39 | 1 | $332,273 |
Top loan types - First Alliance Home Mortgage,
Source: CFPB Home Mortgage Disclosure Act (HMDA) loan/application register HMDA 2024 LAR, application-level mortgage data for First Alliance Home Mortgage, (LEI: 549300H12E7AUMUHP294) · 2024 HMDA reports filed annually; covers applications received during the calendar year. Approval rates exclude withdrawn / incomplete applications. Denial reasons are lender-reported.
Denial Analysis
Loan Purpose Breakdown
| Purpose | Applications | Originated | Avg Loan |
|---|---|---|---|
| Home Purchase | 978 | 689 | $361,442 |
| Refinancing | 546 | 275 | $286,337 |
Geographic Coverage — Lending by Race
Derived race categories as reported under HMDA. Source: CFPB.
| Race | Applications | Approval Rate | Denial Rate |
|---|---|---|---|
| White | 955 | 64.7% | 4.0% |
| Black or African American | 158 | 55.7% | 8.9% |
| Asian | 125 | 68.0% | 3.2% |
| Joint * | 32 | 56.3% | 9.4% |
| American Indian or Alaska Native * | 5 | 40.0% | 0.0% |
| 2 or more minority races * | 3 | 33.3% | 33.3% |
| Native Hawaiian or Other Pacific Islander * | 2 | 50.0% | 0.0% |
* Fewer than 50 applications -- percentages for this group have wide statistical uncertainty and should not be read as precise.
Lending by Ethnicity
Hispanic/Latino is an ethnicity, not a race. Shown separately per U.S. Census Bureau standards.
| Ethnicity | Applications | Approval Rate | Denial Rate |
|---|---|---|---|
| Not Hispanic or Latino | 899 | 63.9% | 3.7% |
| Hispanic or Latino | 404 | 61.1% | 6.9% |
| Joint * | 30 | 76.7% | 3.3% |
* Fewer than 50 applications -- percentages for this group have wide statistical uncertainty and should not be read as precise.
Nearby Lenders in NJ
Other HMDA-reporting lenders in NJ with similar activity. Compare any two side-by-side.
TD Bank
Mount Laurel, NJ
HomeBridge Financial Services, Inc
Iselin, NJ
American Neighborhood Mortgage Acceptance Company
Mt. Laurel, NJ
American Financial Resources LLC
PARSIPPANY, NJ
Longbridge Financial, LLC
PARAMUS, NJ
Mortgage Lending Guides
Frequently Asked Questions
How many mortgage applications did First Alliance Home Mortgage, process?
What is First Alliance Home Mortgage,'s mortgage approval rate?
What is the average loan amount at First Alliance Home Mortgage,?
What are the most common reasons for mortgage denial at First Alliance Home Mortgage,?
What types of mortgage loans does First Alliance Home Mortgage, offer?
What loan purposes does First Alliance Home Mortgage, serve?
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How does First Alliance Home Mortgage, compare in lending across racial demographics?
Data Sources
Read our methodology - how this data is sourced, computed, and verified.
Every figure on PlainLender is rendered directly from CFPB HMDA federal source data, no number is typed in by an editor. This page draws directly on CFPB HMDA federal source data, no figure is typed in by an editor. See our editorial standards & corrections policy, the methodology behind these numbers, or report a data error.